Marketing digital para el posicionamiento de la empresa vivero picaflor de la Ciudad de Riobamba

Abstract

The objective of the digital marketing plan for Vivero Picaflor (plant nursery) in Riobamba was to develop innovative communication and digital promotion strategies to improve its positioning in the market. A combined methodology of qualitative and quantitative approach was employed, using inductive and deductive methods. A survey to the economically active population of 2022 and an interview with the manager were conducted to evaluate the current management of digital marketing, identifying several deficiencies such as: insufficient management of digital communication, low positioning in the market, lack of effective advertising and inadequate planning of available digital tools. This has resulted in inadequate dissemination and communication of the products offered by the plant nursery. The implementation of the digital marketing plan responded to current market demands, allowing users to get to know the company through creative content that differentiates the brand and its offerings. Digital media and social networks played a crucial role in influencing consumers' purchasing decisions. The development of strategies based on situational analysis was essential to improve the plant nursery's online visibility, increase its market presence and strengthen its competitiveness and profitability. A comprehensive evaluation of the impact of these strategies was recommended using measurement and analysis tools to monitor conversions and determine the effectiveness of the actions implemented.